A lot of attention is paid to marketing to women, and rightfully so, but this session is for anyone who wants to connect with men. Using award winning campaigns, Pat Kopischkie from HY Connect, an independent marketing agency, and Greg Kirkorsky from STATS, the world’s leading sports data and content company, will break down best practices for reaching and engaging with guys on social as well as influential bloggers and socially engaged media. Pat has led public relations for drool worthy brands such as Harley-Davidson, Wahl Clippers and Trimmers and EGO Outdoor Power Equipment. Greg has 20 years of sports marketing experience including work with Budweiser, McDonalds, Nike, AT&T and Toyota.

1. Guys Just Want to Have Fun
Keys to Targeting Men on Social
#smwguys
1

2. 2
Pat Kopischkie
VP, Account Management
@hyconnect
@patrickkop

3. Greg Kirkorsky
EVP, Global Sales & Marketing
3
@statsbiznews

4. 4
“Women control 80% of
purchasing power in the
U.S.”

5. “Women control 80% of
purchasing power in the
U.S.”
- according to ???
WSJ Who Makes the Call 4.23.11
5

6. Spending Power
6
Men lead in home repair, lawn
and garden, autos, tech.
Studies indicate co-management of
finances and purchase decisions.

7. Study: Women Love Social
Media More than Men.
7
Who Runs the (social
media) World? Girls.
Women Dominate Every
Social Channel, Except One.
“Social media isn’t for men.”

8. Women do outpace men on social,
but not by much.
30% 26%
Percent of US adults logging
onto social media several
times per day.
8
Women
Men
Pew Research Fall of 2013, Jan 2014

9. There are even channels where men
match or outpace women.
9
Women
Men
Pew Research Fall of 2013, Jan 2014

10. 10
Myth of
the lonely
cowboy.

11. Men Are Getting
More Vocal – Socially
and as Consumers.
67% want to be more
open about personal
matters such as
relationships and health.
8 out of 10 will ask a friend
where they got a shirt if
they like it.
67% enjoy shopping for
their household.
More than half will ask
advice from friends and
family about products.
11
- Ketchum Marketing to Men
- Defy Media Acumen Report

12. The 4 Keys to
Targeting Men
on Social Media
12
G U Y S

13. Keys to Targeting Men on Social
#1 - Gags
13

14. Follow Brands on Social Media for Deals
14
71%
18%

15. Why Humor Works
Men want
entertainment and
they are more
responsive to one-liners
and slapstick
versus narrative.
15

16. Case Study: Dollar Shave Club
YouTube “ad” racked up
5+ million views and
tens of thousands of
sign-ups in first two
weeks of launch thanks
to shares on social
media, now 15+ million.
CEO Michael Dubin took
comedy classes, felt if he
could get people to
laugh, his business had a
chance.
16

17. Case Study: Kmart Ship My Pants
I can ship my pants?!
• 20 million+ views.
• Despite some negative
feedback, it received 1
share for every 9 views.
• Followed up with Big
Gas Savings.
17

18. Case Study: PlayStation How to Share
• :20 humorous video
taking a dig at rival
Xbox who had just
announced restrictions
on sharing game discs
with friends.
• Cheap, quick
production. Huge
results.
18

19. Keys to Targeting Men on Social
#1 - Gags
#2 - Ultimate
19

20. What content can your brand
offer that helps or rewards guys
for being the ultimate – better,
smarter, stronger.
20

21. Guys are Driven to Excel…
According to Starcom, the #1 reason
men consume media is to
“Prepare for battle”
21

22. …and Guys Love to Compete
• Lego polled 2,000
parents in 2012.
• Found dads are far
more likely than
moms to go all out
to win board
games with kids.
• Surprises no one.
22

23. Case Study: Dos Equis Most
Interesting Man in the World
• Insight came from
wanting a character
men could aspire to.
• Sales soared when
campaign went national,
more than doubling
2009-2011.
• Significant social media
engagement.
I don’t always drink beer, but
when I do, it’s Dos Equis.
23

24. Case Study: Heineken Star Player
• An app that allowed
Premier League fans to
engage with matches
real-time. Rewarded
them for calling plays
correctly.
• 80 million impressions
worldwide. Average app
use – 1 hour.
24

25. Case Study: Castrol
Trump Card
• User attempts to win all of his
opponent’s cards as they race
the clock.
• Awarded points at the end of
each round for the speed at
which they dismantled their
opponent.
25

26. Case Study: Allstate NCAA Men’s
Basketball Bracket Predictor
• Fans selected any two
teams and would get the
probability of the
matchup to improve their
bracket.
• Designated selections as
“Mayhem Matchups” any
time there was a high
possibility for a close
game or upset.
26

27. Growth of High Stakes Fantasy Leagues
• The National Fantasy Championship - for
baseball, football and basketball.
• Pits die hard fantasy contestants against
each other. Entry fees up to $10,000.
27

28. Keys to Targeting Men on Social
#1 - Gags
#2 - Ultimate
#3 - YouTube
28

29. Make Your Content Visual
• The average adult attention
span in 2-8 seconds.
• Visuals are processed
60,000x faster than text.
• The highest performing
social posts are visual.
29
SocialBakers - of the top performing
posts on Facebook, 93% had a photo.

30. Only 2% of
the top 5,000
channels are
from brands.
- Touchstorm
30

31. Case Study: GoPro Be a Hero
• 4 YouTube channels, high
engagement with
comments, likes, shares.
• Partnerships with Shaun
White and Kelly Slater for
content.
• Feature fan videos and
photos of the day.
31

32. Case Study: Lowe’s Fix in Six
• Small budget, big
engagement.
• 3K+ Vine shares.
• 15K+ Facebook
engagements.
32

33. Case Study: Old Spice
• Real-time videos to fans and
celebrities.
• Views reached 40 million in one
week, more than watched
Obama’s victory speech.
• Sales up 27% year over year,
now the #1 body wash brand for
men.
33

34. Keys to Targeting Men on Social
#1 - Gags
#2 - Ultimate
#3 - YouTube
#4 - Sports
34

35. Men over index in viewership of
all major sports.
35
Women
Men
Nielsen 2013

36. Social Media is the New
Water Cooler.
Sports account for just
1% of TV programming,
but 50% of Tweets
about television.
The average fan
consumes 7.6 hours of
sports each week,
increasingly online.
36

37. Attaching Your Brand to Sports
37
Official league sponsor.

38. Attaching Your Brand to Sports
Contract with individual athlete.

39. Attaching Your Brand to Sports
Content hijack.

40. Case Study: Power of Facial Hair
40
• Objective: Generate
publicity and
engagement for Wahl
Trimmers among male
audience.
• Approach: Use light-hearted
MLB All-Star
Game to prove pro
athletes with facial hair
perform better.

41. Results
• Clever research served
up in bite-sized pieces
hijacked headlines,
generating 1,500+
editorial placements.
• More than 8 million
social media
impressions.
41

42. A few paid tweets negotiated directly
with agents.
42
Social Reach:
2,180,082
Social Reach:
214,164
Social Reach:
143,328

43. Case Study: Budweiser Red Lights
43

44. 44

45. Keys to Targeting Men on Social
#1 - Gags
#2 - Ultimate
#3 - YouTube
#4 - Sports
45

46. Q & A
#smwguys 46